Ngày tải lên :
18/02/2014, 02:20
...
TheStanMarkprojectbringstogetherresearchersandpolicy‐makerstodevelopasetof standards
for marketingfoodsandbeveragesconsistentwiththeresolutionoftheWorldHealthAssembly.
Objectives
ConveneaseriesofmeetingsinEuropeandtheUSAtobringtogetherkeymembersofthescientific
researchcommunityandpolicy‐makingcommunitytoconsiderhowmarketingfoodandbeverages
mayaffectchildren’shealth.
Identifycurrent‘bestpractice’approachestothecontrolofmarketing,includingmeasuresnot
specificallyaddressingfood
andbeveragemarketing,ornotspecificallydirectedtotheprotectionof
children.
Exploretheuseof standards andmarketingcodestoinfluencecommercialactivity,including
standards fromotherindustrialsectors.
Proposeasetof standards toformthebasis for across‐bordercodeofmarketingoffoodsand
beverages.
Developweb‐basedresources for policydevelopmentconcerningfoodandbeveragemarketingto
childrenandrelatedmaterialstosupportpolicydevelopment.
Projectpartners
... No
Whichmedia?
Companiesdifferintheextentoftheircoverage for self‐regulatingtheirmarketing
messagestochildren,withsomeincludingproductplacement,useoflicensedcharacters
andtheirownbrandedsitesinthedefinitionofmarketing.Thedefinitionofwhat
constituteschild‐targetedmediavaries: for exampleNestlé
25
definesmarketingtochildren
asbeing‘amarketingactivitywhereadultsupervisionisnotpresent’andcommunicationin
media‘whereadultaudienceisnotpredominant’.
Thetablebelowshowssomeexamplesofthecoverageofcompanypledgesacrossmedia
includedunderself‐regulation.Notethat for somemediathecompanies
imposecertain
22
UKOfficeofCommunications(Ofcom)2007.See
http://stakeholders.ofcom.org.uk/consultations/foodads_new/statement/andsee
http://collections.europarchive.org/tna/20100927130941/http://food.gov.uk/healthiereating/advertisingtochi
ldren/nutlab/nutprofmod
23
DevelopedbytheSwedishNationalFoodAdministrationtodefinehealthierfoodproducts,andnowusedin
Sweden,NorwayandDenmark.Seehttp://www.slv.se/en‐gb/Group1/Food‐and‐Nutrition/Keyhole‐symbol/
andseehttp://www.norden.org/en/news‐and‐events/news/first‐anniversary‐nordic‐consumers‐want‐more‐
keyhole‐food
24
FederalTradesCommission(2011)InteragencyWorkingGroupSeeksInputonProposedVoluntaryPrinciples
for MarketingFoodtoChildren.Seehttp://www.ftc.gov/opa/2011/04/foodmarket.shtm
25
Seehttp://www.conar.org.br/html/livro/REF49NESTLE%20‐
%20EU%20Pledge%20Nestle%20Commitment.pdf
StanMark
Standards for marketing to children
TheStanMarkprojectbringstogetherresearchersandpolicy‐makerstodevelopasetof standards
for marketingfoodsandbeveragesconsistentwiththeresolutionoftheWorldHealthAssembly.
Objectives
ConveneaseriesofmeetingsinEuropeandtheUSAtobringtogetherkeymembersofthescientific
researchcommunityandpolicy‐makingcommunitytoconsiderhowmarketingfoodandbeverages
mayaffectchildren’shealth.
Identifycurrent‘bestpractice’approachestothecontrolofmarketing,includingmeasuresnot
specificallyaddressingfood
andbeveragemarketing,ornotspecificallydirectedtotheprotectionof
children.
Exploretheuseof standards andmarketingcodestoinfluencecommercialactivity,including
standards fromotherindustrialsectors.
Proposeasetof standards toformthebasis for across‐bordercodeofmarketingoffoodsand
beverages.
Developweb‐basedresources for policydevelopmentconcerningfoodandbeveragemarketingto
childrenandrelatedmaterialstosupportpolicydevelopment.
Projectpartners
... weaklyorinconsistentlyenforced
Thisreportwillnotexploretheissuesofmonitoringandenforcement,althoughtheseare
seriousconcernsthatneedtobeaddressedbypolicy‐makers.Atpresent,monitoringand
complaint‐handlingbodiesdonotenforcecompany‐ledinitiatives.Alackofanindependent
complaintmechanismcanleaveconsumersfrustrated,andalackofenforcementallows
company‐ledinitiativestoberolledbackatanytime.Ifamonitoringandcomplaint‐
handlingbodywereestablisheditwouldneedtogainconsumerconfidence, for whichit
wouldneed(a)tobetransparentinoperationwithroutineregularpublicationsoftheir
activities;(b)tobeindependentandfreefromindustryinfluence,andseentobeso;and(c)
toensurethattheirservicesareeasilyandinexpensivelyaccessedbyconsumers.Penalties
mustbecommensuratewiththesizeofthemarketingbudgetsinvolvedandwiththe
estimatedexposureofchildrentotheoffendingcommercialmessages.
Afurtherconcernistheneedtoensurethat,whateverthedifferencesindefinitionsor
approaches,allcompaniesshouldmakesomecommitmenttoofferself‐restraint.Inthe
Europeanregiononly11companieshavejoinedthescheme,alongwiththeEuropean
SnacksAssociation.Severalmajorcompanies,includingMcDonald’s,KFCandHaribo,and
manysmalleronesarenotincluded.
Problemsofdefinitions
Companieschoosetherulestoimposeuponthemselves.Asaresulttherearelikelytobe
discrepanciesandinconsistencies.Hereweshalllookatsuchproblemsencounteredwithin
thepledgesandpromisesandactivitiesundertakenbycompaniesintheEuropeanUnion.
Whatageisachild?
Thetablebelowprovidesexamplesofdefinitionsoftheage‐range for ‘child’bycompanies
participatingintheEUpledgescheme.Pleasenotethattheinterpretationofacompany
policycanbecomplex,andreadersareadvisedtocheckthecompanystatements for
themselves(hyperlinksareprovided).
7
Table1AgedefinitionsincompanyEUpledges(clickhyperlink for details)
Organization Age for nomarketing Age for marketingofspecifiedproducts...